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Advisor(s)
Abstract(s)
Vivemos num século onde existe uma enorme oferta de marcas, logo torna-se mais difícil e desafiante ser uma marca diferenciadora e superior aos seus concorrentes. Neste sentido,
é crucial encontrar uma estratégia que seja mais forte que as outras e que se destaque perante os olhos do consumidor alvo de forma a atingir o sucesso no mercado em que está inserido. O Marketing de Causas é um bom exemplo de uma área em crescimento.
Tendo em conta a premissa anterior, é fundamental potenciar o valor da marca. Segundo
Aaker (1991), o Brand Equity é composto por diferentes dimensões que ajudam a marca nesse sentido: lealdade, notoriedade, associações à marca, qualidade percebida e outros
ativos. Todos estes valores em conjunto e alinhados ajudam no boost do valor da marca.
No que diz respeito ao que a marca diz ser e aquilo que é avaliado pelos seus consumidores através da identidade e imagem da marca, surge o Prisma da Identidade da Marca de Kapferer (2004) para ajudar a apurar.
Definiu-se assim, como pergunta de partida para a presente investigação, se “os valores definidos pela marca Pukka refletem-se na perceção da marca por parte dos seus clientes Millennials?”.
Após o estudo realizado, com os resultados obtidos, foi possível validar 4 das 5 hipóteses postuladas. Constatou-se que os clientes da Pukka estão informados sobre a marca,
associam sentimentos positivos à mesma, reconhecem a qualidade da oferta dos seus produtos, recomendariam a amigos e identificam os seus valores identitários, apesar de não terem demonstrado uma enorme percentagem de lealdade à Pukka. Portanto,
verificou-se que as características da marca foram cruciais para o seu brand equity
positivo e, ainda, a identidade da marca e a sua imagem estão alinhadas.
We live in a century where there is a huge range of brands, so it becomes more difficult and challenging to be a differentiating and superior brand compared to its competitors. In this sense, it is crucial to find a good strategy that is stronger than the competition and that stands out in the eyes of the target, to achieve success in the market in which it operates. In this case, Cause Related Marketing is a good example of a growing area. Considering the previous premise, it is essential to enhance the brand's value. According to Aaker, Brand Equity is composed by different dimensions that helps the brand in this regard: loyalty, notoriety, brand associations, perceived quality, and other assets. All these values together and aligned helps boost the brand's value. About what the brand claims to be and what is evaluated by its consumers through the brand's identity and image, Kapferer's Brand Identity Prism appears to help ascertain. After the study carried out and the results obtained, it was possible to validate 4 of the 5 postulated hypotheses. It was found that Pukka's consumers are aware and informed about the brand, associate positive feelings to it, recognize the quality of their products, recommend it to friends and identify their identity values, despite not having shown a huge percentage of loyalty to the brand Pukka. Therefore, it was found that the characteristics of the brand were crucial for its positive brand equity and, furthermore, the brand identity and its image are aligned.
We live in a century where there is a huge range of brands, so it becomes more difficult and challenging to be a differentiating and superior brand compared to its competitors. In this sense, it is crucial to find a good strategy that is stronger than the competition and that stands out in the eyes of the target, to achieve success in the market in which it operates. In this case, Cause Related Marketing is a good example of a growing area. Considering the previous premise, it is essential to enhance the brand's value. According to Aaker, Brand Equity is composed by different dimensions that helps the brand in this regard: loyalty, notoriety, brand associations, perceived quality, and other assets. All these values together and aligned helps boost the brand's value. About what the brand claims to be and what is evaluated by its consumers through the brand's identity and image, Kapferer's Brand Identity Prism appears to help ascertain. After the study carried out and the results obtained, it was possible to validate 4 of the 5 postulated hypotheses. It was found that Pukka's consumers are aware and informed about the brand, associate positive feelings to it, recognize the quality of their products, recommend it to friends and identify their identity values, despite not having shown a huge percentage of loyalty to the brand Pukka. Therefore, it was found that the characteristics of the brand were crucial for its positive brand equity and, furthermore, the brand identity and its image are aligned.
Description
Keywords
Brand equity Identidade da marca Valor de marca Marketing de causas Consumidor Brand identity Brand value Cause related marketing Consumer